Advertisement is one of short functional texts used to gain customers’ attention. Its visual portray determines whether this persuasive passage will successfully grab the interest of readers and direct them to finally use the product or ignore it. Batchia and Ritchie (2006: 19) proposes that “English is important vehicle for global advertisement”. Additionally, Piller (2003: 17) states that “English is the most commonly used language in advertising especially in non-English speaking countries or multilingual country.” These two intriguing ideas of using English in advertisement direct the advertiser of Hotel 99 Jember to insert some English Code. Through its official Instagram (hotel.99.jember) the advertiser publicly publishes some postings about the hotel. Those postings attract the researchers’ curiosity to know why English is existing there and what the benefits of English insertions to the hotel are. Laying on Zohreh and Monireh’s finding (2013: 87), this investigation is conducted to match the four influencing reasons (gaining attention, persuasion, prestige, and technology) affecting the advertiser to put English in the advertisement texts. Interview is chosen as the way to investigate the advertiser’s reasons. Further, customers’ responses are also the case examined in this research. By having customers’ responses, it is worth to know whether English use effectively influences them to choose the hotel or not. Finally, this research is not only beneficial to the researchers to deeply study about English use but also for the hotel to thoroughly know the effect of their advertisement texts in Instagram.
This article is trying to see the great difference of positive and negative politeness concept proposed by Brown and Levinson by looking at different second person pronouns of English and Indonesian language. Politeness which ties the use of language universally exists in any language, though the concept is uniquely different. Brown and Levinson's (1987) proposition of the concept of politeness, despite fruitfully enriching our understanding, could not escape criticism of several points one of which is the relevance of cultural norm. Cultural norm relying substantially on the language use, therefore, governs the people's use of the language appropriately and properly which necessitates the interplay between dictions and meaningful context. In short, this article will review one marker of politeness, i.e. second person pronouns in English and Indonesian to reveal the great difference in running politeness strategies.
Humor is one of the main sources of entertainment in the media, such as YouTube. Mrnigelng is a comedian who uses Uncle Roger’s persona to give criticism to western cooks that try to make Asian dishes humorously in YouTube. This study aims to examine the verbal humor found in Mrnigelng video entitled “Uncle Roger DISGUSTED by this Egg Fried Rice Video (BBC Food)”. By employing Shades verbal humor classifications and Attardo General Theory of Verbal Humor, this study analyzes the types of verbal humor used in the object and how they are generated. The result of this study shows that there are eight types of verbal humor found in the object: Pun, Riddle, Joke, Satire, Farce, Sarcasm, Tall Tale, and Wit. Based on the result, it can be seen that Nigel primarily uses Satire to tease an English cook and to prevent his jokes from being morally unacceptable.
Vlog or video blog is now booming along with the existence of YouTube. In Indonesia, YouTube is a third rank of most visiting website in Indonesia (https://www.alexa.com/topsites/countries/ID). This social media platform is advantageously employed to filming the actions which are easily accessed by public and it offers free video hosting which means vloggers may post unlimited videos without paying web hosting fees. Some vloggers perform videos for fun while others display for revenue generating through advertisements. Westenberg (cited in Subramani & Rajagopalan, 2003:302) mentions that YouTubers are influential in encouraging trial and adoption of new products and services. In line with Westenberg’s idea, Edward (2011:11) adds that “interactive advertising can be targeted in more sophisticated ways than print ads, we must recognize that power of social media as means of persuasion is far beyond that of another vehicle in which to serve advertising.” These two complementary propositions interest the researchers to conduct a deeper investigation about some vlogs on YouTube with the other variable of parameter, English use. The use of English gives efficacious consequence on advertisements. Biswal (2009:32) strongly mentioned that the use of two languages attracts consumers. Thus, capturing the four Indonesian beauty vloggers, assorted by the two who frequently insert some English codes and the other two who rarely interpolate them, as the object of research, this current investigation examines its use and influence towards viewers’ purchase intention. Questionnaire as helpful instrument is going to be delivered to viewers to see their purchase intention based on the indicators proposed by Schiffman and Kanuk (2009). The result shows that English codes do not significantly influence the viewers’ purchase intention. Viewers prefer beauty vlogs which are variously performed (not monotonous), humorously presented, and politely language-used. Besides, the content of the vlogs should be novel and honest.
This article is the results of the study conducted in three detention centers in Jember, Bondowoso, and Situbondo. The focus of the study is how preachers use some techniques of rhetoric to persuade the assisted residents to fear Allah. This is of importance looking at the fact that assisted residents need religious messages while they are in the detention centers. The data of the study was collected by recording the religious talks delivered by the preachers and conducting the observation. The spoken data was transcribed into written, spoken texts. The preachers’ utterances were sorted out to find the utterances containing persuasive elements. Then they were analyzed as the basis of identifying the techniques which were used by the preachers to persuade the assisted residents. The results of the study reported that there was persuasive rhetoric in religious talks at those three detention centers. That persuasive rhetoric was applied using different techniques: direct and indirect persuasion, figurative language, references, story, and the use of cause and effect techniques.
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